In March 2021, a wave of Taiwanese people changed their legal names to include the Chinese word for salmon (鮭魚, guīyú) to take advantage of a promotion by the Japanese conveyor belt sushi chain Sushiro.

Sushiro advertised an upcoming promotion through their Facebook page: on March 17 and 18, people whose names are homophones with the word for salmon (Chinese: 鮭魚; pinyin: guīyú) could dine at discounted prices.

[11][c] In a widely publicized story, a Taichung university student used his third and final name change into "Zhang Salmon Dream" (張鮭魚之夢) and was horrified upon learning that it would be permanent.

[17][18] Deputy Minister of the Interior Chen Tsung-yen remarked, "this kind of name change not only wastes time but causes unnecessary paperwork.

[21][22][23][24] Criticism was also targeted against food waste generated during the craze, after images of people only eating the fish and leaving behind the rice surfaced online.